Demystifying Conference Centers | Smartmeetings.com Event Planning Magazine 03 2008

The difference in venues is more than semantics

Tranquil beauty of Estancia, La Jolla, Calif

Say you’re fairly new to the profession, or that meeting planning has just been added to your job description. You’ve got a sales team of 300 that needs meeting space for a training session. It’s too big to hold in-house, so what’s your best choice for a venue—a hotel? a conference center? And what exactly is a conference center? How does it differ from other similar entities, particularly convention centers?

“After many decades there is still much confusion between the two terms, especially among new meeting planners,” says Jack Schmidt, vice president, regional director of sales and marketing with Destination Hotels & Resorts, which operates a number of conference centers throughout the country. “Many may differ on the actual definitions, but, as I see it, a conference center is a full-service hospitality entity that specializes in accommodating small- to medium-sized meetings as its first order of business, while a convention center typically hosts larger meetings and conventions. Things are often defined by the size of the meetings.”

Schmidt is among several industry experts who recently provided Smart Meetings with insights into contemporary conference centers, including thoughts on today’s trends, the importance of membership in the International Association of Conference Centers (IACC), and of course, the key ways in which conference centers stand apart from convention centers and resorts.

While the opinions were varied, one thing is clear—conference centers have evolved greatly in the past decade and will continue to change dramatically in years to come based on the changing needs of planners and their meetings.

DEFINING THE CONFERENCE CENTER OF 2008
While countless hotels and resort properties may claim to be conference centers, or have conference facilities, a true conference center is focused on meeting and conference business rather than on the leisure market. IACC’s North American Chapter President, Neil Pompan, puts it succinctly: “It is IACC’s belief that there will always be a market for exceptional learning environments, free from the distraction of an operator trying to be all things to all people. At a conference center it begins with the meeting, and all else comes together in support of that meeting. At hotels it begins with selling guest rooms and all else comes together to maximize occupancy.”

This business-centric focus is key in two particular ways. It means that staff is entirely centered on the wants and needs of their business guests, and that the distraction of outside visitors never impacts—or diminishes—guest priorities. While many top-notch resorts may boast superb meeting and conference facilities, their bottom line is focused on filling guest rooms and pleasing guests, whether arranging an A/V presentation for a Fortune 500 company or three poolside rooms for a family of six from Des Moines.

At a true conference center you’ll never have these distractions, and will be assisted by a qualified staff completely committed to the success of your function.

In terms of differentiating between conference centers and convention centers, the contrast is no less marked. While convention centers are all business, they focus on huge group sizes and exhibitions, in addition to banquet and meeting space. They are often located in larger metropolises, whereas it’s more typical to encounter conference centers in small and medium-sized cities. Another subtle but substantial detail is that conference centers, unlike convention centers, are usually not owned by entities such as convention and visitor bureaus—meaning there’s often no politics, like city government, involved.

Size, adds Schmidt, is key in the difference between conference and convention facilities. “Most conference centers with guest room accommodations are smaller than 300 rooms and often have an average group size of around 75 people,” the industry veteran says. In more than 50 percent of all meetings hosted by conference centers, he continues, there are less than 30 people in attendance—while convention centers are typically much larger facilities accommodating a group size of several hundred to several thousand people.

From Neil Pompan’s perspective, though, it is all about the business model. “Convention centers are in the business of selling and servicing trade shows, and conference centers are in the business of selling and servicing meetings. By conference center definition, the word “meetings” means a total 24-hour experience.” In Pompan’s opinion, successful meetings do not begin and end in the meeting room, but encompass the interaction throughout a full conference held in all areas of a facility that provides a “total meeting experience.” “Conference centers comprehend, create and manage this environment,” he says.

IMPORTANCE OF ACCREDITATION
Another differentiator between a true conference center and other potential meeting sites is the designation of IACC membership. IACC members are held to a “universal criteria” that encompasses specific standards ranging from on-site technology to skilled staff members to even the lighting available in conference rooms and wall surfaces used. Members must offer complete meeting packages (CMPs) or, for those without guest rooms, day meeting packages (DMPs), all-inclusive arrangements that make planning and budgeting easy and straightforward for clients.

“Meeting planners can enjoy peace of mind knowing that their attendees will be comfortable, experience minimal distractions and retain what they learn at the conference,” says Sherrie Huneke, director of sales for Chaminade, a Santa Cruz, Calif.-based conference center operated by Benchmark Hospitality. “And when the conference has concluded, the meeting planner’s credibility will be intact.”

To DHR’s Jack Schmidt, membership is about using IACC’s expertise to meet the bottom line. “Most of us aren’t born knowing how to book, plan and execute a successful meeting,” he says. “Organizations like IACC focus on educating both meeting organizers and hospitality industry professionals on ensuring that meetings are perceived as the investment they are and how to maximize the return on that investment.”

As for IACC’s Pompan, he feels that membership means a reliable assurance of a successful experience for planners. “IACC membership is akin to having the Good Housekeeping Seal of Approval for meeting facilities,” he says. Further, it alerts meeting planners that a facility not only understands the crucial elements of providing a total meeting experience, but also delivers it consistently. He has repeatedly heard from planners that they would hold all of their meetings at an IACC conference center if they could, because no other facility makes it as easy for them to smoothly conduct their functions.

While many meeting professionals undoubtedly give added credence to IACC properties, some seasoned planners such as Tricia Baglio, president and CEO of Meet with Success, hold membership secondary. “I don’t take IACC membership into account when choosing a conference,” says Baglio, who has coordinated meetings all over the U.S. and beyond. “I look for convenient location, quality and quantity of services offered, quality of rooms, value pricing and reliable, trusted references.”

THE CHANGING FACE OF CONFERENCE CENTERS
What are some of the main differences between the conference centers of 1998 and 2008? For one, there appears to have been a move toward more all-encompassing facilities that focus on pleasure as well as business. “In some circles, conference centers still have a connotation as being austere or institutional,” Schmidt says. “This has changed dramatically during the last decade or so in many centers.”

While planners can still anticipate receiving exceptional service and encountering facilities dedicated solely to serving the specific needs of “hard-working” meetings, the focus has softened to include the delivery of much more comfortable settings that take on a full-service hotel or resort feel, so meeting attendees can be content as well as productive.

Chaminade’s Sherrie Huneke agrees to an extent, feeling that going beyond a simple meeting and luncheon to bigger and better things is a major development. “The biggest change in conference centers has been the shift from clients viewing them as a location solely to meet and eat ‘marginal’ buffet food to having a meeting that incorporates team building, excellent food, and great resort amenities with on-site spa, golf and recreational amenities,” she says. It should noted, however, that this evolution would apply to centers with lodging facilities on-site, which is not the case with all conference centers.

“Today’s conference centers are much more customer-oriented,” says Tricia Baglio, of Meet with Success. They’re flexible in pricing, set-ups, services needed, and not so structured and unyielding, she says.

IACC’s Pompan has his own take on the matter, stating that conference centers that offer resort facilities are now more predominant than a decade ago. “Conference centers have always maintained a cutting edge in terms of technology and food and beverage,” he says. “Thus the biggest progression has been the evolution of member types. What was once an association of facilities that were 100 percent devoted to serving the meetings market now has a portion of their members that serve multiple markets.” These centers are known as “ancillary,” he says, because only a portion of the total facility is IACC approved. “The proliferation of this type of facility confirms the value of the conference center concept, as more and more owners and hotel operators are taking heed and doing what it takes to be a part of the exclusive IACC ‘club,’” he says.

TRENDS OF TODAY
Trends at today’s conference centers in part reflect on those of society in general, particularly the growing emphasis on technology and ecologically sound practices.

“I don’t know if it’s only with conference centers, but certainly one of the most important trends is ‘going green,’” Hunseker says. Chaminade recently received a Green Business Certification for exceeding environmental regulatory requirements, preventing pollution and conserving natural resources; in fact, the property not only met, but surpassed, the standard of pollution prevention in many key areas.

Hunseker also cited the technological expectations of meeting planners as a strong trend. Since the majority of conference centers quote package pricing, she believes more groups anticipate complimentary wireless Internet and LCD projectors to be included in the package at no additional expense.

David Johnson, director of sales and marketing for the Mission Bay Conference Center at UC San Francisco, agrees that technology is a major trend these days. “Keeping up with the rapid advances in technology allows a center to stay a step ahead of alternate venues,” he states. Mission Bay—a “stand-alone” conference center with no lodging facilities—offers complimentary wireless throughout the facility, plus up-to-date A/V allowing for teleconferencing, video conferencing and web-casting capabilities.

From Schmidt’s perspective, mixing pleasure with business is more in vogue than ever in 2008. “I think the most important trend in conference centers today is providing a well-rounded meeting experience that includes excellent recreational options and facilities,” he says. “Conference centers have long since recognized that what takes place after the meeting is equally as important as within the meeting itself.”

At the conference centers operated within the DH&R portfolio, there is a heavy focus on ensuring the continuity of the entire meeting experience. Emphasis is also placed on meeting the needs of Gen X and Gen Y meeting participants, which frequently commands attention to the social makeup of meetings in addition to the educational components.

A TALE OF TWO CONFERENCE CENTERS
These days, conference centers are essentially divided into two types. The most predominant are centers combined with resort amenities that generally provide hundreds of guest rooms, at least one restaurant and extras such as swimming pools, exercise facilities and other amenities for guests when they’re not working. Less prevalent are “pure” conference centers that are strictly limited to meeting rooms, auditoriums and other congregational areas. These normally have dining/banquet facilities but not guest rooms on-site.

The Banff Centre in Alberta’s breathtaking Banff National Park is a prime example of an all-in-one, destination conference center. The IACC-approved property, about a 90-minute drive from Calgary, combines state-of-the-art meeting capabilities with a luxurious resort perfect for mixing business with pleasure. The conferencing areas include 60 exceptional meeting spaces, lecture theaters and auditoriums to accommodate groups from five to 1,000 people.

Complimentary wireless access is available in the 400+ bedrooms and meeting spaces; video-conferencing and television broadcast studios are available; and a fully-equipped on-site Business Centre offers additional support. Dining options include the 350-seat Vistas Dining Room, which entices conference attendees with a combination of ready-to-enjoy items, as well as dishes customized “while you wait,” and The Three Ravens Restaurant & Wine Bar, featuring a 64-seat à la carte restaurant showcasing signature dishes of creative, local, seasonal fare.

On-site recreation facilities at the Centre compare with many spas, and are free to every conference guest. A full-sized swimming pool, steam rooms, whirlpool and wading pool, climbing wall, indoor running track and a fully equipped exercise room are among the many amenities.

Mission Bay Conference Center, minutes from downtown San Francisco, is a horse of a different color—a pure conference center constructed only two years ago. Part of UC San Francisco’s 43-acre Life Sciences campus, the facility has 10 conference rooms totaling 12,500 sq. ft., and focuses on meeting sizes ranging from 25 to 500 people. Also IACC-approved, Mission Bay has an on-site restaurant and banquet facilities but no on-site guest rooms. While the Harrison-operated site works with local hoteliers when needed, its status as a stand-alone venue reflects its focus on nearby business. “Our clientele is predominantly local,” says Sales and Marketing Director Johnson. “We are situated in close proximity to many top Bay Area businesses. We do, however, assist a number of out-of-town clients who are doing training or new product meetings.”

Both the Banff Centre and Mission Bay, as required by their IACC standing, offer meeting packages—a Complete Meeting Package and a Day Meeting Package—at the respective properties.

The bottom line is that today’s true conference centers are just as committed to the success of your function as you are. Whether a planner is seeking a site for a one-day board meeting or a week-long executive retreat, the conference center of 2008 is all about providing state-of-the-art facilities, knowledgeable, professional staff and the ideal environment to achieve your group’s goals.

Zach Chouteau is a San Francisco Bay Area freelancer who has contributed to numerous publications and also serves as the designated travel expert for ehow.com.

Smart meetings

Demystifying Conference CentersBy Zach Chouteau

The difference in venues is more than semantics

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